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Forgiveness, Drawing

Campaign
Agency Network: 
Published/Aired: 
May 2012
McDonald's:  Forgiveness, Drawing

Description

Print advertisement created by DDB, United States for McDonald's, within the category: Food.

Caption

Forgiveness is never far away
McDonald's
I'm lovin' it

Advertising Agency: DDB, New York, USA
Chief Creative Officer: Matt Eastwood
Senior Copywriter: John Downing
Senior Art Director: Matt Knapp
Senior Copywriter: Iggy Rodriquez
Senior Art Director: Justin Carew
Photographer: Sean Izzard
Retoucher: Matt Bright
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chuckieT's picture

This one isn't as simple to get as the other ones. I assume she has discovered the discarded drawing. But it's conceivable that she could also have just torn it because she is angry and is about to throw it away. Weakest in a questionable campaign in my opinion.

chuckieT
Activity Score 680
Creative
andylefty's picture

This one is clear to me.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
chuckieT's picture

In the context of the whole campaign it is very clear. But I could see how someone seeing it in isolation might not be sure.

Regardless, I am surprised McDonald's approved this. Feels like I'm hearing the voice of smart ass creatives more than McDonald's.

chuckieT
Activity Score 680
Creative
alausa's picture

As clear as can be.

alausa
Activity Score 1420
Creative Director at Noah's Ark
salil.sharma's picture

This one best all of them

salil.sharma
Activity Score 2541
Creative Director at India |

Designer Don't Do Different Things
They Do Things Differently

Hadrons's picture

The message is horrible people -we send a clear message that no matter what happens in your life, you can comfort yourself and wrap forgiveness around misfortunate incidents with food. Not any food - junk food!
We are responsible along with this above industry, of creating a society with obesity and image problems so other companies including us - will work (and gain profit) to sell those 'victims' other services as well as other products, so they 'can feel better' again, and again.

This campaign is an excellent example for manipulation.

Now, when all is said, are you proud of what you do for a living?
<" Is this an awesome campaign or what ?! ">

Hadrons
Activity Score 6064

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

sacrilegend's picture

I must ask that you forgive my cynicism in advance. And I'd also like to preface my comment by saying I take most of what you say on this forum quite seriously and almost always agree with it.

But here, I've got to question whether it's fair to martyr our profession for this generation's expanded waistlines. Certainly, we are the creative messengers of (when it comes down to it) a singular opinion; but that should never stop people from questioning the validity or the morality behind it on their own.

Perhaps I expect too much of people.

But I do know it is simply our job to sell, and theirs to determine if the product is right for them. And frankly, this creative idea IS dead-on. There is nothing wrong with professing that McDonald's is a treat –– in fact, I don't think anyone would argue with that. If you have it at all, you should have it only sparingly.

While this ad romanticizes the idea of a "treat," it does nothing to say that "this is good for you." That's up to the consumer. And they have no one to blame but themselves for the slow slaughtering of their children.

sacrilegend
Activity Score 3394
Copywriter
Hadrons's picture

Sacrilegend, first thank you for the compliment – it is a nice gesture as well as a buffer… :-)
Now let’s go down to business:

The agency used the term ‘forgiveness'. This comes from a cultural-religious background of deep compassion and remorse after committing a sin or a crime. If you wish to take the psychological path - mustering up genuine compassion for those who have wronged us, instead of allowing anger toward them to eat away at us we take the path of healing and peace. In this particular case by eating.
Our job is indeed to help sales.
More than that, I believe art (in advertising) is supposed to serve capitalism, but NOT in all costs. We *can* sell effectively as well as ethically. Ethics is still a word I use in my lexicon and I’m sure there are lots of ‘giants’ in our line of business that hold to a similar bar.

In a society that has major problems with self-image portrait, we are witnessing obesity on one side and with anorexia in the other, and plenty of dreck in the middle. We know there is a huge distortion, and our profession is the major instigator of it in the cosmetic/fashion/beauty/food – hell the *entire* consumer industry http://www.youtube.com/watch?v=Ei6JvK0W60I

People have always been feather-brains when it comes to consumption – they want everything pre-chewed and regurgitated to them. How much more so now in the double-click-instant-gratification age? The problem is that we found ourselves in the middle – we are the first ones who tell them (in the name of our profession) what to do: thirsty? – drink coke; hungry? – eat Doritos (“crunch all you want – we’ll make more”); fat? – Weight Watchers (and drink Diet Coke); naked? – wear Diesel; Lonely? – use your android and log to Facebook; Upset? – eat a Big Mac (with fries and a Diet Coke [watch those calories!]).

Therefore IT IS our duty to take the reins back (cleverly) from our clients and redirect the ad. We are so good at manipulation and sub-messaging that we forgot our ETHICS. As capitalistic as we might be, not everything should be done solely for money, OR so called creativity, there are other values more important.

Cheers.

Hadrons
Activity Score 6064

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

thedesignaddict's picture

My knee jerk reaction: I like it. Simple, and clear.

It's hyperbole, so I'm not going to start looking for some heightened sense of morality in the message. Kids love McDonald's. Enough said.

thedesignaddict
Activity Score 5403
Art Director at Freelance
sacrilegend's picture

Different for McDonald's. In a good way.

sacrilegend
Activity Score 3394
Copywriter
chuckieT's picture

Why is different good when you have one of the strongest, most successful brands in the history of the world?

chuckieT
Activity Score 680
Creative
sacrilegend's picture

Because it's not different in a negative way.

One can argue that this is off-brand, and to some degree, it is. But I think it's a very human insight, with a clear product benefit. (A "treat," as argued in my comments above.)

Brands like Coca-Cola and McDonald's have this knack for being very traditional, because their brands are so strong already. That doesn't mean it can't be refreshing to see less of an attitude and more of a benefit from time to time. (Read: not always.)

sacrilegend
Activity Score 3394
Copywriter
chuckieT's picture

So you agree it is off brand.

chuckieT
Activity Score 680
Creative
Passaporteau's picture

Is this fake?

This really doesn't seem like something McDonalds would approve.

Passaporteau
Activity Score 162

Jogo do Bicho

peterklaus's picture

one best all of them

peterklaus
Activity Score 108
Art Director
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